10. What works for other will not
necessarily work for you
● Your Product is different
● Your Audience is different
● You business model is different
● Your customer journey is different
=
YOUR BUSINESS IS DIFFERENT!
Why?
11. Spend 50% of your time on product
development and 50% on marketing
Marketo- Marketing automation tool
(SEO & Blog)
50/50 Rule
14. Buyer Personas
• What motivates them? Is it money?
Knowledge? Popularity?
• Income
• Problems
• Where are they spending their time?
Online? Offline? Where exactly?
• Their traits
• Relevant to your business
• Small details: name, age, location,
language etc.
My
customers
15.
16.
17.
18. The North Star Metric
• One metric that all the team is
aimed to improve and grow
• Easy to measure
• Business growth indication
• Focus
• Airbnb- #Nights booked Facebook-
#Active users
My
business
19. Set up your growth goals
• Break down your big goals
• Find KPIs that correlate with the
goals
• Let’s say I have an e-commerce,
and I want to reach 30,000 MR
• My current conversion rate
• My current traffic
• My average sale
My
business
20. • My Current Monthly Revenue:
10,000$
• My Current CR:1.5%
• Cart Abandonment rate: 70%
• My Current UV/month: 20k
• My Current Avg.Sale: 30$
• Recurring, referrals, ?????
My
business
21. Move The needle
• Things you can do to improve those
KPI
• ICE Score
• Experiments backlog
My
business
22. 1. Targeting Blogs
2. Viral Marketing
3. SEO
4. SEM
5. Social & Display
Ads
6. Email Marketing
7. Partnership
8. PR
9. Unconventional PR
10. Offline Ads
Acquisition
channels
11. Sales
12. Existing Platform /
Seeding
13. Tradeshows
14. Speaking
Engagements
15. Community
Building
16. Sales
17. Affiliate
Program
18. Engineering As
Marketing
19. Content
Marketing
20. Snail Mail
23. Targeting
Blogs
● Find blogs in your niche
● Offer them to write a guest post
● Everyone is looking for content
● Link Sharing Communities
24. Viral
Marketing
● Creating a viral loop
● Every user invites at least 1 user
● Hard to sustain
● Built within the product or incentive based
25. SEO
● Shifting to user experience
● Write content that deserves to be #1 for a
keyword
● Meta description
● Takes time for a new website
26. SEM / SEA
● Calculate your maximum cpc before you
start
● HOW MANY PEOPLE DO I NEED TO SEND TO MY
WEBSITE TO GET ONE CONVERSION?
● HOW MUCH ONE CONVERSION WORTH TO ME?
● DIVIDE IT BY THE NUMBER OF PEOPLE AND YOU HAVE
YOUR MAXIMUM CPC.
● Competition
27. Social and
Display Ads
• Display Ads usually work best on specific
type of audience that is less tech savvy
• Remarketing- Do It!!!!
• Facebook Ads- Amazing targeting
options, Work with small audiences.
28. Email
Marketing
• Existing Date base
• Great for retention too
• Cold Emails VS. Growing your email list
• Personal Email
• Call to action
29. Partnership
• Find Companies that can benefit from
your product/service
• Same Target audience but not direct
competition
30.
31. • Contact Reporters in your niche
• Write the story beforehand
• Start with small and local publications
• Trust Me, I’m Lying- A Must read!
PR
33. • Billboards
• Not a lot of startup use it
• Café
• Flyers
• Airports
• Hard to measure- use different phone
numbers for tracking and different URL
Offline
Ads
34. • Find platforms that that target your target
audience
• Q& A websites –Great search Traffic
Existing
Platform
and
Seeding
42. • Go back to the buyer personal and check all
the channels. Then, think about 1 idea for
each channel (bias).
• Duration (30-90 days)
• Measure against your goals & Milestones
Bullseye
Framework
